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Advertising Financial Management, West Coast Chapter

The Advertising Financial Management, West Coast Chapter Committee is the "sister" committee of the Advertising Financial Management Committee. It explores efficiencies, cost savings, return on investment and bringing better value to members’ organizations.

This committee helps program the annual ANA Advertising Financial Management Conference, next planned for May 1-4, 2016 in Boca Raton, FL.

Many members of this committee are active participants in the ANA Procurement Task Force-a group dedicated to elevating the role of marketing procurement. The task force is engaged in mentoring, the development of case studies and white papers that focus on the value and positive contributions of marketing procurement, and a webinar series for marketing procurement professionals.

Committee Chair: Ron Jensen, National Manager - Financial Synergies, Toyota Motor Sales U.S.A., Inc.

This committee was formerly known as the Marketing Financial Management & Procurement Committee.

Discussion Topics

  • Agency compensation
  • Measuring/maximizing ROI
  • Procurement departments: pros and cons
  • Performance monitoring/media auditing
  • Understanding agency overhead
  • Television production costs/costs savings
  • Reverse online auctions

Leadership Initiatives

Enhancing Client/Agency Relationships
ANA conducted parallel surveys among ANA members and agencies on issues related to the client/agency relationship. Clients and agencies agree that their client/agency relationships are strong, a long-term client/agency relationship is important, and they trust the other. However, there are pockets of dissatisfaction.

  • Clients and agencies are not in agreement on whether clients provide clear assignment briefings to agencies.
  • Clients and agencies are not in agreement that the client approval process works well. 

Optimizing the Procurement and Marketing Relationship
The overall objective of this research was to examine the relationship between procurement and marketing and the factors that lead to the strongest internal partnerships and business results. Findings indicate that the marketing/procurement relationship may have finally turned the corner and is now on a positive path. That is big news. Both marketing and marketing procurement note improvement in their relationship in the past year, and those levels of improvement are substantial. The research identifies the attributes that correlate to a strong relationship between marketing and procurement as well as tangible steps both can take to enhance that working relationship.

Beware the Patent Troll: Patent Risk in the Advertising Space

Patent assertion entities (PAEs), aka patent trolls, threaten marketers by claiming ownership of many common advertising practices. ANA is taking a number of proactive steps to protect its members from the unacceptable risk of abusive patent litigation. On June 11, 2014 ANA will convene a Patent Troll Summit to address this issue.

Payment Terms – Current Practices for Marketing Services
This survey research report was initiated due to member interest resulting from news in the advertising/marketing trade press and mainstream business press regarding changes in payment terms being implemented by a handful of companies to some suppliers. The purpose of this survey was to determine if such changes were isolated examples or reflective of a broader trend.

The Rise of the In-House Agency
The penetration and influence of in-house agencies continues to grow. These increases are, in part, a reflection of the economic environment in which corporations have reduced budgets and are being challenged to do more with less. Also, the growth of digital/social/mobile and the need for quicker turnaround for those media has played a role in the increased penetration and responsibilities of in-house agencies. This white paper provides insights into the services that in-house agencies handle, the degree to which external agencies are displaced by in-house agencies, the advantages and disadvantages of in-house agencies, the internal costs to the company of employing in-house agencies, and more.

Elevating the Role of Marketing Procurement
The discipline of marketing procurement has existed in the industry for well over a decade now. Some companies have more mature marketing procurement teams while others are just starting out. Recently, ANA took the pulse of its members to better understand the metrics used to gauge the success of marketing procurement. At many companies, the focus continues to be on cost. But some more enlightened firms are now evolving the conversation to strategic metrics, like driving marketing ROI, process improvement, innovation, and market share Increases. Marketing is an investment to be maximized and not an expense to be minimized and the role of marketing procurement is to help maximize the investment in marketing activities. The ANA white paper, "Elevating the Role of Marketing Procurement" (released in June 2013) helps provide a roadmap for marketers as well as agencies to maximize the contribution of marketing procurement.

Name Title Company
Ronald Jensen (Chairperson) Director, Financial Synergies Toyota Motor Sales U.S.A., Inc.
Denise Accurso Procurement Manager Genentech, Inc.
Lori Anderson Social Marketing Manager WhiteWave Foods Company
Ernest Aquilio Category Manager Chevron
Mitch Arends Director, Marketing Services Procurement Kraft Foods Group, Inc.
Kimberely Augustin Category Specialist - Advertising, Print & Promotions Chevron Corporation
Tigran Avakian Director, Global Procurement Mattel, Inc.
Tracy Avelar Director of Global Marketing Sourcing Visa Inc.
John Bergman Senior Procurement Manager, Marketing and Advertising Apple Inc.
Jean Bergquist Director, Sourcing Kaiser Permanente
Terri Bookwalter Sr Director Marketing Procurement Microsoft Corporation
Judy Breedlove Global Campaign Manager - HP Converged Infrastructure Hewlett-Packard Company
Mary Ann Brennan Senior Director, Global Procurement Mattel, Inc.
Justin Brocato Sr. Manager, Marketing Operations / Global Corporate Marketing & Branding Cisco Systems, Inc.
Michael Campie Sr. Manager TD AMERITRADE Holding Corp.
Lance Catarozoli Global Manager, Strategic Sourcing Autodesk, Inc.
Andrew Chapman Media Analyst Caesars Entertainment Corp.
Kimberly Chastang-Lee Director Global Procurement Mattel, Inc.
Susan Cheng Director, Strategic Sourcing & Procurement Warner Brothers Studios, Inc.
Kate Corpus Senior Manager, Agency Management & Support Svc Genentech
Annamaria Cotroneo Global Services Program Leader Apple Inc.
Meagan Dameral Marketing Operations Program Manager Hewlett-Packard Company
Jessica Dey Procurement Analyst Mattel, Inc.
Doug Diamant Marketing Analytics Manager LifeLock, Inc.
Andrea Doughty Senior Buyer Nintendo of America, Inc.
Cindy Elledge Senior Sourcing Specialist, Global Procurement Adobe Systems Incorporated
Ehireimen Esoimeme Procurement Advisor Universal Music Group
Sue Flynn Fulfillment and Service Desk Amgen Inc.
Peter George Global Sourcing Category Management Boehringer Ingelheim Pharmaceuticals, Inc.
Milda Goodman Assistant Vice President, Advertising and Public Relations Pacific Life Insurance Company
Monica Green Director- Global Project Services Franklin Templeton Investments
Steve Gregory Senior Sourcing Manager The Clorox Company
Cynthia Gross Strategic Sourcing Manager, Indirect Products and Services Neutrogena Corp.
Kate Gundlach Roberts Director, Global Creative Services Franklin Templeton Investments
Ramsey Hanna Attorney Reed Smith LLP
Karen Hansen Marketing Sourcing Adobe Systems Incorporated
Jenelle Henry Sourcing Specialist Walt Disney Parks and Resorts
Jennifer Huff Manager Indirect Sourcing The Scotts Company
Rebecca Kamm Sourcing Specialist-Marketing and Advertising Walt Disney Parks and Resorts
Terry Kang Buyer Toyota Motor Sales U.S.A., Inc.
Nick Kline Strategic Sourcing Manager Toyota Motor Sales U.S.A., Inc.
Kellie Krug Senior Vice President, Enterprise Marketing Services Wells Fargo & Co.
Derick Kurdy Sourcing Manager - Sales & Access Services Johnson & Johnson - Medical Devices & Diagnostics
Karen Lechner Marketing Communications Category Manager • IBM Global Process Services Delivery IBM Corporation
Donald Lee Manager, Sourcing & Procurement Walt Disney Parks and Resorts
Karen Lichtig Sr Mgr, iM Agency & Knowledge Management Genentech, Inc.
Michele Liddiard Manager, Global Sourcing Paramount Pictures
Clem Lincoln Sourcing Specialist California State Automobile Association (CSAA)
Lynda Longacre Marketing Finance Manager Toyota Motor Sales U.S.A., Inc.
Eileen Loustau Sr. Vice President, Marketing Pensco Trust Company
Shiena Macasa   Bank of the West
Lianne Maly Marketing Specialist Watkins Manufacturing Corporation
Kelly Mathis Strategic Sourcing Manager Intuit Inc.
Adrienne Melton Sr. Planning and Execution Manager Genentech, Inc.
Lori Mercer Global Sourcing Manager Apple Inc.
Gloria Miranda Sourcing Specialist CSAA Insurance Services LLC
Jim Mocci VP BlackRock, Inc.
Jared Montblanc Director of Planning & Insights, North America Microsoft Corporation
Bernadette Monterrosa-Birdsong Head of Global Marketing Procurement PayPal, Inc.
Connie Murphree Senior Manager Amgen Inc.
Lonny Nathanson Director Marketing Data & Analytics CSAA Insurance Services LLC
Nancy Newell Global Media Procurement Hewlett-Packard Company
Tiffany Nishimori Category Manager, Global Strategic Sourcing Amgen Inc.
Jennifer Noia Procurement Relationship Manager Cisco Systems, Inc.
Andrew Nordyke Procurement Engagement Manager Microsoft Corporation
Joseph O'Brien Director, Indirect Procurement Teva Pharmaceuticals
Nozomi Okabe Director, Procurement Sony Pictures Entertainment, Inc.
Firat Ozkan Group Manager, Global Marketing Sourcing Intuit Inc.
Korina Park Consultant - Marketing Robert Half International
Shelley Patchin Director, Advertising Anthem, Inc.
Olga Payne Purchasing Manager Nestlé Business Services
Bruce Peterson Marketing Services Contract Manager Intuit Inc.
Karin Poe Marketing Operations Manager Cisco Systems, Inc.
Renee Reeves Global Sourcing Manager, Marketing Apple Inc.
Ken Robb Marketing Manager Visa Inc.
Angela Robinson Head of Agency Management in US Commercial Services Genentech, Inc.
Melissa Sassi Senior Marketing Sourcing Manager Microsoft Corporation
Steven Schwartzman Manager, Procurement Mktg & Print Sony Pictures Entertainment - (SS&P)
Keecia Scott Senior Manager, Marketing Operations Gilead Sciences
Kevin Scott Director, Marketing Operations/Technical Services Cisco Systems, Inc.
Sopan Shah Head of Procurement, Global Advertising & Marketing Services Nestlé SA
Kate Short Marketing Procurement Group Manager Nestlé USA
Kim Shyu Strategic Sourcing Manager Toyota Motor Sales U.S.A., Inc.
Bob Siegal Director KPMG LLP
Sebastien Slek Executive Director Procurement Global Marketing & Indirect Warner Bros. Entertainment, Inc.
Erika Song Head of Marketing Services Category McKesson Corporation
John Stephens Director, Marketing Procurement Microsoft Corporation
Cosima Tanja Kolb Global Advertising & Production Sourcing Manager Intel Corporation
Leo Tighe Group Marketing Manager, Central Marketing Intuit Inc.
Greg Tonkin Global Commodity Manager Align Technology, Inc.
Susan Vanin Senior Manager, Global Marketing Operations Juniper Networks
Jose Velayos Head U.S. Commercial Services Genentech, Inc.
Jaclyn Watling Strategic Sourcing Analyst Levi Strauss & Co.
Scott Wicke Manager Johnson & Johnson-LifeScan
Shannon Wicke Corporate Marketing Sr. Financial Analyst Intel Corporation
Steve Woodhead Global Manager, Integrated Marketing Chevron Products Company
Susan Worth Strategic Sourcing Manager II CSAA Insurance Services LLC
Brett Yoshimura Corporate Procurement Toyota Motor Sales U.S.A., Inc.

Next Meeting(s)

Advertising Financial Management, West Coast Chapter
Tuesday, September 15, 2015
Glendale , CA

Advertising Financial Management, West Coast Chapter
Tuesday, December 1, 2015
San Jose , CA

Prior Meeting(s)

Advertising Financial Management, West Coast Chapter
Thursday, June 25, 2015
San Mateo , CA

Joint Meeting of Production Management and Advertising Financial Management, West Coast Chapter
Begins: Tuesday, February 24, 2015
Los Angeles , CA

Advertising Financial Management, West Coast Chapter
Thursday, November 13, 2014
San Francisco , CA

ANA Committee Member Testimonials

"ANA committees are an invaluable way to learn more about key industry issues, trends and best practices from other advertisers and industry experts. I always learn something I can apply to my job and share with others on my team."
Eve Reiter, VP, Global Agency Relations, American Express and Chair of ANA Agency Relations Committee

Read more >

Upcoming Meetings

Sponsorship & Event Marketing

Austell, GA

Legal Affairs

New York, NY


New York, NY

Digital & Social, West Coast Chapter

San Diego, CA

Production Management

New York, NY

Advertising Financial Management, West Coast Chapter

Glendale, CA

Joint Meeting of Digital & Social and Mobile Marketing

New York, NY

Midwest Digital & Social

Chicago, IL

Advertising Financial Management

New York, NY

Shopper Marketing

Bentonville, AR

Full Committee Schedule